We started our journey with FIFA in 2019, executing an ambitious YouTube strategy.
We expanded our relationship in 2020, and with the impact of the pandemic, alongside FIFA we conceived what would become the multi-award-winning #WorldCupAtHome campaign. This campaign would go on to become one of YouTube’s top 3 most successful campaigns of 2020 and achieve several industry awards.
In 2021, our relationship with FIFA expanded again, as we became their partner for all Digital Platform Services. This included:
Developing the content strategy for FIFA’s digital channels
Growing the size of the global audience and engagement
Driving commercial opportunities through direct and indirect revenue streams
Supporting media rights licensees (MRLs) with content and consultancy
Managing the relationship between FIFA and the platform partners (Facebook and YouTube)
Providing regular business intelligence and reports on content and channel performance.
The partnership with FIFA and our innovative approach proved to be a resounding success.
FIFA’s digital channels achieved record-breaking results in reach, video views, watch-time and audience growth in 2021. We manage to surpass every record for performance in a non-World Cup year and our 2021 performance was the second-highest ever, behind only that of the 2018 World Cup.
new fans on Instagram, Facebook and YouTube
global reach in 2021
video views – a new record for FIFA
Working with WePlay has been fantastic, they have integrated into the digital content team at FIFA as real partners.